That moment when someone just randomly starts telling you about one amazing product they offer for sale and they’re just droning on and on about all the product does…
… And you find yourself wishing they’d just shut up and let you go.
Don’t deny it. You know you’ve been there.
Remember how annoyed you were when the person just won’t leave?
Good. That’s how you look when you just keep hitting your prospects with marketing gist about your product, what it does, etcetera shmetcetera.
I don’t know if I already mentioned this in a previous post ‘cos I say it a lot, but it’s as real as the screen you’re looking at right now:
“Your customer doesn’t care about you!”
Harsh? Maybe, but also true.
They don’t care about you, your company name, or your process, or product or service.
They came to you for a reason. They have a particular pain they’re trying to relieve. They have a desire they want to fulfill.
And that pain or desire is what they came to you for.
When you start hitting them with facts about your product, your customer looks like this:
That’s a customer about to go check out what your competition has to offer.
Not good. Not good at all.
I know you may have looked at my headline and thought I was bat shit crazy (which, I am, 😀 but that’s not the point).
You’re thinking: “If I don’t sell my products, how will I make money then?
We’ll talk about that in a bit, so for now, calm dannn for Jesus.
First, a few things to think about:
#1: Your customer does not come to you to buy your product.
I mean, first of all, the customer didn’t come to your site looking for your product.
They came because they have a problem and you look like you might have the solution in your product. If that’s the case, then it therefore follows that they didn’t come to buy your product, they came to buy the solution.
Your customer wants to buy the benefit/ solution to their problem.
#2: Your customer does not have time for “senrenre”
I love that word- “senrenre” (Thank you, Davido).
What I mean is that your customer doesn’t have time for anything extraneous (“senrenre”) that doesn’t lead to the benefit/ solution they came to you for.
That’s as true online as it is offline… except with one little difference- your customers have less time to waste online.
I mean, there’s a video of a cat doing some crazy shit somewhere competing with you for the customer’s attention, and believe me, in that situation, you’re the underdog.
The long and short is this- Your customer doesn’t have time. Sakiofori and all that shiii.
So what does this mean for you?
It means to get the customer’s attention, you have to do something different from the typical “interruption marketing” strategy.
What You Should Do Instead
Customer behaviour has changed. So should you. Here’s what you do:
#1: Sell the benefits the customer has come to you for
This means, stop telling them about the features of your product. Stop talking about your product/ service is better than your competitors’.
The customer doesn’t want to know all that.
All the customer wants to know is “Do you understand what I came to you for?” and “Can you give me that benefit/ fulfill that desire?”
Show them you understand their problems. Talk about the benefits your product/ service first, then tell them about the features after.
#2: Get to the point quickly
Your customer doesn’t have time for “senrenre”.
Remove all the “senrenre” from your offer. Online, for example, this means no careless ads or offers that distract from the benefit to the customer.
You want to make it clear to the customer what it is that you offer, and you should do that quickly before they remember that cat video.
#3: NO big grammar
Again, your customer doesn’t have time for “senrenre”.
Big grammar or “creative” taglines and slogans might be cool when you’re hanging around talking about it with friends, but they only get in the way of you communicating clearly what the benefit you offer is.
Yes, I’m talking about your copy.
When you write copy for a sales page, the only purpose is to sell.
Being “creative” makes your customer need to waste already limited time to try to understand what you’re talking about. In most cases, they won’t.
Be clear, and concise when you communicate. Straight to the point. NO long thing.
Nothing sells better than plain, simple English. So drop your Shakespeare swag and just communicate clearly.
In the words of those Looney Tunes, that’s all folks.
Oh, one more thing – Sometimes the benefit isn’t as clear as Panadol for headaches. You need to dig deep and really understand your customer to uncover the benefit he or she wants to buy.
After all, nobody buys a Rolls Royce for the Specs. Nwanyiakamu doesn’t sell flavoured pap, she sells the idea that “Local food is cool”. I don’t just offer consultation services, I sell the idea that anything is possible and anybody can set up an online business.
So really think about what you’re actually selling.
Keeping it 500,
Author: Tomi Joshua
Tomi is a case.
A bit brash, at first blush. But ultimately, he means well. There are very few things he won’t say or do in the presence of tolerant company (especially when it could make for a good story later).
Tomi is a Doctor, writer, certified inbound marketer (Shout Out to HubSpot), Digital Hustler, and online business addict.
He is most likely to be found dancing to the beat of his own drum, even in accapella.